Donor Profiling Best Practices: Integrate To Leverage Results. November 15,

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1 Donor Profiling Best Practices: Integrate To Leverage Results November 15,

2 Topics to Cover Common framework Best Practices Integration vs. Implementation Key Integration Tasks Strategic initiatives for establishing goals for all fundraising units November 15,

3 Common Framework November 15,

4 Profiling Profiling or prospect screening is a computer assisted process that sifts through large sets of constituent data to identify new prospects with wealth and/or interest in your organization There are different screening services available that match, rank, rate prospects November 15,

5 Profiling Trends Provide a great quantity of data Conducted more regularly now than in the past (every 3-5 years) Process more sophisticated and reliable Many choices in vendors, products November 15,

6 Profiling Types Wealth identification via match process Detailed reports on match results Codes/indicators of assets, net worth Geo/demographic profiling Codes are aggregate of various criteria Usually based on lifestyle, zip code, banking data Affinity profiling Codes that indicate how interested the person is in giving to your institution Based on client institutional giving, activity and other patterns November 15,

7 Expectations for Donor Profiling Outcome is two-fold Find new prospects Upgrade known prospects Reasons you should not screen Replace prospect research Confirm information about known prospects Inactivate current prospects November 15,

8 Benefits of Profiling Quickest possible way to identify new sources of income for campaign, planning, resource allocation Provides new and additional data points for broader analysis of giving patterns, geographical distillation and data mining projects Update core data such as addresses, dates of birth, business information November 15,

9 Best Practices November 15,

10 What Are Best Practices? Constantly search for a better way Always seek ways to make improvements to process that enhances your relationship with your donors Best way to perform a business process Best Practices: Building Your Business with Customer- Based Solutions; 1998, Arthur Anderson, Hiebeler, Kelly, Ketteman November 15,

11 What Are Best Practices? Best is what is best for you Process is step-by-step actions to achieve objective (profiling objective): Identify willing and capable prospects to support your institution s mission Build/strengthen relationships with best prospects Focus your staff s time on most able and willing prospects Increase efficiency in prospecting practices Building and maintaining support for your mission serves your constituents November 15,

12 Best Practices: Profiling Assess your needs Realize that good prospects are needed for all fundraising units Be specific about the number of prospects needed Best if tied to campaign/program analysis 50 prospects needed at $1M+ 40 identified Deficit of 10 At least 8 should be individual prospects November 15,

13 Best Practices: Profiling Annual fund/giving example Goal is $2M, $200,000 over last year Increase both average size and number of gifts Analyze your donor base to determine Best if you could determine which $ donors were capable of increasing gift Best if you could determine which low or non-donors were most capable of $100+ gift November 15,

14 Best Practices: Profiling Create implementation plan Implement horizontally not vertically Plan for short-term, quick results Plan for longer-term use of results Integrate results within context of programs and advancement system Research Major, Annual, Planned Giving unit goals Create follow-up and tracking mechanisms [in advancement system] to measure utilization of results November 15,

15 Worst Practices Underutilization a common pitfall Plan only for short-term, quick results Results reside outside advancement system Only a few staff have access to results No training Data, codes are confusing Fundraisers unclear on how to apply results to their job No accountability to use results November 15,

16 Focus of Best Practices Integrate results for long-term success Advancement system System use and training Fundraising goals Staff accountability Reporting/follow-up procedures Policies and procedures November 15,

17 Implementation vs. Integration Implementation - how you put your results into effect there may be numerous ways depending on your needs Many prepare an implementation focused on working through the results, but Plans do not specifically address how to utilize and apply the results within the context of fundraising goals Many plans fall by the wayside (or created by default) by selecting just a few new hot prospects November 15,

18 What is Integration? Core task of your implementation More than just putting the result data into your advancement system Unifies profiling results with institutional data Simultaneously provides broader understanding of interrelated data Interconnects external data with internal data November 15,

19 Why Integrate? Connects external data with internal operations Making integration a core activity is an essential element to a successful implementation November 15,

20 Why Integrate? Most profiling companies now deliver results in some type of electronic format (CD, web, desktop app) The tools are handy for immediate access to results (great for meeting short-term utilization goals) Not the most effective way to deploy and implement results long-term November 15,

21 Why Integrate? Assumptions strategic initiative Assessed that all/most fundraising units (major, annual, planned giving) need more capable, interested prospects to meet unit goals Purchased a profiling product that will provide a range of capable and interested prospects November 15,

22 Why Integrate? Use the results beyond finding the first few new millionaires Apply the results to other programs that need good prospects as well Annual & Planned Giving have too many prospects not enough qualified prospects for special mailings, special focus November 15,

23 Integration Goals Provide easy access of results to all users Provide ability to interconnect results with institutional data Use beyond first few hot prospects Use results long-term Measure utilization by staff and effectiveness of vendor Apply results to all fundraising programs November 15,

24 Apply Results to Other Units Apply results to annual fund Low to moderate wealth Younger alum (20s 30s) Moderate to high interest Little or no giving patterns Segment for mailing with unique response code Opportunity to communicate Prioritize by school, degree November 15,

25 Apply Results to Other Units Apply results to planned giving prospects Moderate wealth Middle older alum (50-55+) Moderate to high interest Giving pattern Segment for special mailing Opportunity to communicate November 15,

26 Apply Results to Other Units Major giving prospects Moderate to high wealth Across all age groups Focus on middle-older alumni (45-60) High interest Across all giving patterns Focus on past donors first/last 5 years Qualify via research and contact, no mail November 15,

27 Apply Results to Other Units Research Expect research to work closely with fundraisers to help qualify new prospects internally prior to contact Incorporate screening qualification process into research goals for # of new prospects identified, rated, assigned Research results should be quantified as well fundraisers results November 15,

28 Key Integration Tasks Migrate: Map & Move Utilize: Train & Support Track: Account & Analyze Measure: Quantify & Summarize November 15,

29 Data Migration: Map & Move Identify fields for profiling data Be sure users have access rights to these fields, windows, forms Create new drop-down values Programmer can write a script to migrate data from one data source to your advancement system (test environment) Build in time to test and test again November 15,

30 Data Migration: Principles Keep like data together Don t hide it around the system like Easter eggs Focus migration on discrete data elements, example: Wealth score (1-10 or alpha) Total assets ($1M - $1B) Affinity rating (A-Z or numeric) November 15,

31 Data Migration: Principles Create ranges and descriptions for the codes Total assets = A ($1M-$2M) Avoid migrating text based data Can t query on it Create a reference code that indicates more detail exists November 15,

32 Utilization: Train & Support Train users Profiling technique/product you used How to interpret results How to access the data in your system How to record their progress New policies, procedures Accountability measures November 15,

33 Utilization: Support Create queries for users that are easily run Ask them what will be most useful Example - Individuals in my school/geo/class with wealth score 1, 2, 3 and one-time gift/pledge of $100+ in last 5 years Nice (!) if queries saved for user to run (and not have to recreate ) Revise current report formats Best if query results have mail merge capability for annual fund, planned giving use Goal is to have easy and quick access to the results via queries, reports, lists November 15,

34 Utilization: Principles Job one for management! Develop/modify YOUR policies and procedures to include use of results, i.e. # of new prospects to see, mail w/timeline Follow-up requirements, contact reporting Managing outcomes Prospect assignment, rating All of this should be in context of current fundraiser activities November 15,

35 Track: Account & Analyze Create method to track activity within current procedures Consider a special prospect segment code of screened or profiled Fundraiser contacts new prospect Contact report type or purpose code = screening qualification visit/contact Stage or status of cultivation code = qualification/discovery November 15,

36 Track: Account & Analyze Consider Prospect Assignment type = screening qualification/pre-assignment Depends on how you assign prospects Some prospects not assigned until qualified as major prospect Annual or Planned Giving segment, appeal or mail codes Code prospects according to profile segment Code mail or phone responses to analyze effectiveness November 15,

37 Track: Principles One or more of these ways calls out the activity related to new/screened prospects, but be sure all are within currently required procedures Important to create special prospect or tracking codes to assist in monitoring results Codes will be absolutely necessary for reporting November 15,

38 Measure: Quantify & Summarize Summary/count profile results by # of newly screened prospects assigned per fundraiser, per unit # of visits or qualification actions by fundraiser # of new prospects qualified with outcome = rated or ranked as a major prospects # of new prospects that were not qualified as major prospect # of prospects contacted via planned giving who qualified as pg prospect # of annual fund prospects responded to upgrade, first time gift solicitation November 15,

39 Measure: Principles Monitor regularly to correct course Communicate to users what you will be measuring and why Its not just about staff accountability Measure effectiveness of screening product and a ROI Measure effective use for programs other than major gifts Test assumptions about product, expectations November 15,

40 Strategic Initiatives November 15,

41 Strategic Initiatives: Profiling Implement Best Practices Carefully assess needs; be specific Create implementation plan with integration at its core Integrate with advancement system Integrate within current operations Review policies and procedures and modify, communicate as appropriate November 15,

42 Strategic Initiatives: Profiling Train all users on results How to interpret results How to use in context of institutional data Communicate, inform on how to apply results and track activity Follow-up with measurements of performance of both staff and the data your purchased Put someone in charge of the project who understands data and fundraisers November 15,

43 SunGard Higher Education SunGard and the SunGard logo are trademarks or registered trademarks of SunGard Data Systems Inc. or its subsidiaries in the U.S. and other countries. Third-party names and marks referenced herein are trademarks or registered trademarks of their respective owners SunGard. All rights reserved. November 15,

44 Thank You November 15,

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